l. erik bratt

  • Data and tag management: the DNA of marketing personalization

    Personalization is the gold standard for today’s enterprise marketing, but the challenges are now more formidable with the convergence of digital and physical channels in a connected ecosystem. It’s the consistent quality of the fluid, cross-channel experience that counts for consumers. For that reason, it’s not surprising that digital experience technology decision-makers s ...

    Marketing Land- 10 readers -
  • Omnichannel on the line: 4 steps to enhance the customer experience

    If anything typifies the ambitions of modern marketers, it’s the “O” word — omnichannel. We give much lip service to this common goal of engaging customers in seamless and timely experiences across touch points. But, in reality, it’s not so easy to enable these types of ubiquitous experiences across a large marketing technology stack, much less enhance it.

    Marketing Land- 5 readers -
  • Owning your martech stack means owning privacy, too

    For those who thought privacy might recede as an issue with the new pact hammered out between the US and the EU, recent news from Europe signaled something of a setback. Privacy regulators among EU member states say they want stricter rules than those contained in the EU–US Privacy Shield, the agreement intended to allow data transfers between US and EU companies.

    Marketing Land- 9 readers -
  • Tag management systems and DMPs — a match made in heaven?

    If you’ve been in marketing long enough, you’re probably familiar with John Wanamaker’s famous quote: “Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.” Many marketers would say that statement holds just as true today as it did in 1874. But the digital ecosystem offers up challenges Wanamaker, considered the father of modern marketing ...

    Marketing Land- 7 readers -
  • Cracking The Black Box of Digital Measurement: Mobile Apps

    Since the dawn of web measurement in the late 1990s, digital marketers have been a notoriously analytics-focused bunch, living their lives through conversion rates, bounce rates, click-through rates, open rates and a slew of other metrics too numerous to mention. But if there is one area of measurement where marketers appear unable to work their powers of digital insight, it’s mobile apps.

    Marketing Land- 11 readers -